Stella McCartney redefines sustainable eyewear with new collection

By

Barbara Santamaria

Published
Jan 31, 2019

Stella McCartney’s new collection of sunglasses and optical frames introduces a new eco-friendly material that is both of natural origin and renewable resources.

The luxury brand has launched eyewear made using bio-acetate, which is a more natural version of the widely used acetate.

In a new video campaign starring model Lindsey Wixson, the label explained that the new material replaces “strange plastics made from fossil fuels”, helping it move towards its goal of eliminating all unnecessary and problematic plastics by 2025.

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Bio-acetate is phthalate-free and made from cellulose acetate (which comes from wood) and plasticizer (derived from the esters of citric acid), making it natural, renewable and biodegradable.

The collection, and its sustainable message, is shown in a tongue-in-cheek campaign which sees Lindsey Wixson explore a park full of dinosaur sculptures as she explains the benefits of using bio-acetate.

Stella McCartney has strived to be a leading sustainability-focused brand since its launch in 2011. Over the last years, it has committed to never using leather or fur, pioneered new alternative materials and promoted several environmental and social causes.

It has also pledged to make sure that 100% of its plastic can be easily and safely reused, recycled or composted by 2025.